![]() PDFs aren’t as easily formatted as a webpage. A web PDF document is usually weaker than an HTML document. So, if you’re using internal links in your PDF, they are not going to be as effective as you think. Links in PDFs don’t get processed like links on webpages. They are not counted the same way in terms of passing authority through them. People who create PDFs don’t always know how to add this info. The click-through rate on a PDF in a SERP is generally low anyway, due to weird SERP formatting. If you are publishing PDFs, you need to check this. Being not very descriptive, you can expect the click-through rate to suffer. For example, if there is no title tag, Google will pull the actual file name. ![]() The lack of metadata means that these documents usually look inferior to search engines. Yes, the PDF will probably be indexed, but its SEO performance will be substandard. ![]() You can use Adobe Acrobat to map some of that metadata, but most people skip this step before publishing the PDF on the web. Most PDFs lack the proper metadata for which Google looks. Saving a text editor or slid presentation as a PDG file doesn’t automatically add the correct document properties. Here are some common issues and mistakes content producers experience with PDFs:
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